The American car brand Lincoln, was losing market share. The luxury automototive brand was well known amongst the older male demographic, the challenge was to revitalise the brand and appeal to the younger generation. It had to appeal to a younger audience, without alienating its existing customers. Media used: TV and press, particulary magazines. Results showed that the advertising reached the right target market and raised awareness. There was a redution in defection to competitive brands and an increase in sales